optimize law firm practice area pagesOne of the primary goals of search engine optimization (SEO) is to guide prospects to your law firm’s website, which includes your practice area pages. Your practice area pages communicate to potential clients what it is you do, how you can solve their problems, and other information about why they should get in touch with your firm. By driving more traffic to these pages, you’ll increase the chances of generating more leads from search engines. In this blog post, we’ll take a look at 5 optimization strategies that can help you improve search rankings and increase traffic to these important pages.

1. Optimize one page per practice area

Don’t be tempted to cram multiple services together onto a single page. Rather, separate them into logical categories and give each specific practice are its own page. It helps users find what they want, and it’s better for SEO.

2. Create practice pages using a unique template

When creating practice pages you shouldn’t use the same page design as you do for a home page or contact page. There are certain elements of an optimized practice area page that will differ from other pages on your site. Ensure the template you’re using when adding practice information has the following components: 

  • A clear CTA
  • A review or testimonial (multiple, if you have them)
  • Industry or association certifications or awards
  • Rich content such as a video or slideshow

3. Improve the quality of your content

Make sure each practice area page is rich with relevant and valuable content for your visitors. Better content means higher rankings in Google, whose guidelines follow the “E-A-T” criteria which stands for expertise, authority, and trustworthiness.

Search algorithms are more sophisticated than ever, and know how to determine if content is actually valuable, so you have to keep the searcher’s intent in mind. It’s important to focus on keywords within your writing, but be sure to avoid keyword stuffing. If you come across pages where every sentence seems to contain the city name, you know that the marketers are trying to optimize by adding the keyword as many times as possible – and that’s a bad strategy. 

A proper content strategy is to approach your writing by anticipating your prospects questions and answering them. Instead of just repeating the phrase “Philadelphia Copyright Specialists” throughout your pages, consider content that adds value to your target audience. On your practice pages, consider writing about the specific areas of copyright law that pertain to your city, elaborate on big copyright cases that happened in your area, and link to a case study that showcases your firm’s exemplary work.

4. Practice local SEO: use keyword and location combinations

Develop a strategy to improve your rank within your target geographic by using keyword and location combinations. The first step is getting a feel for where your firm falls in the ranking hierarchy for these local keyword combinations. Start by typing your practice area + location into a search engine. For example, something like “Copyright Infringement Philadelphia” or “Real Estate Lawyer Arizona”. The content that comes up is competing for ranking, and any firms that appear are your competition.

5. Update your practice pages metadata

Just like with any other SEO, the title tag and meta description of your practice pages are key. Make sure the keyword naturally flows in the title of the page and on the metadata. If possible, include the keywords toward the beginning. Remember that both the title and the meta description should be short (not to exceed 160 characters). 

6. Remember to optimize images

As they say, a picture is worth 1,000 words (or in this case, clicks). Avoid writing in big blocks of text and provide some “breathing room” to your readers by breaking up content with images and graphics. Make sure you use Alt text to “describe” any images. This is a good practice for search, but also improves usability for those with poor eyesight who use screen readers. 

Bonus tip: remember to leverage links – both internal and backlinks – to strengthen your content and overall website. For information on how specifically to do that, check out our past post: The Ultimate Guide to Link Building for Law Firm Websites.


Your law firm practice area pages display your unique services, expertise and provides the actual reasoning as to why someone should choose your law firm instead of a competitor. To drive more business online, it’s a must to focus on optimizing these pages for your target audience as well as for search engines. Follow our tips to increase traffic to your law firm’s practice area pages.

If you need assistance developing a comprehensive SEO strategy that will improve your search visibility and increase the number of visitors to your firm’s website, contact us for assistance.

Updated and republished from Jan 9, 2020.